To transform the radio sector digitally in a substantial, comprehensive and sustainable manner

Bringing live radio to multiple platforms

At Hai Phong Radio and Television Station (PT-TH), over the years, not only has the content been renewed and the columns renewed, the Station has also focused on broadcasting online and live on all 3 platforms: radio, television, livestream on fanpage with topics that create great social effects. Websites and social networking groups have taken these topics out for discussion, with hundreds of thousands of interactions and many different opinions.

Journalist Le Phuong Thuy, Hai Phong Radio and Television Station, shares about the live radio program “Some – Hidden Corners” that has been “storming” social media in recent days. Photo: Le Tam

Journalist Le Phuong Thuy, Hai Phong Radio and Television Station shared that the station combined many elements at the same time: live broadcast, interactive livestream, embedded reportage with images, Hai Phong connection point arrangement... Really proud that the work was broadcast and received hundreds of thousands of views, likes, shares and comments. Quickly went viral on platforms such as Facebook, Tiktok and Youtube...

“This is the clearest answer for the interaction that resonates and expands its reach to the public when Hai Phong Radio and Television Station chooses a multi-platform radio broadcasting format,” journalist Le Phuong Thuy affirmed.

Sharing his views on digital transformation in the field of radio, journalist Nguyen Hoang Phat, Ninh Thuan Provincial Radio and Television Station, said: “We always strive within our capacity for digital transformation by recently conducting live radio broadcasts, in which the program that has attracted a lot of attention from the people is “Your Doctor”. At the program, listeners can directly ask questions related to health. In which, the topics of the programs are chosen by the audience themselves, set on the fanpage”, journalist Phat shared.

FM90 channel announcers - Hanoi Radio broadcast live, livestreams on multimedia platforms. Photo: Le Tam

In fact, at many local stations today, when broadcasting live on multiple platforms, they not only attract a large audience but also receive advertising from brands and sponsors through this digital platform.

Investing back in radio

As one of the people directly implementing the unit's digital radio conversion project, journalist Le Minh Tuan, Deputy Director of Hau Giang Provincial Radio and Television Station, said that Hau Giang Provincial Radio and Television Station is one of the late-born stations, about 20 years old, and the radio infrastructure has not been invested in proportion to the information explosion era. We identify the difficulties and are also determined to innovate the content and form of propaganda to increasingly attract the attention of listeners and viewers.

With the slogan "Enriching knowledge, connecting the community", Hau Giang Radio and Television Station's radio program always determines actions with 6 T's including "direct - interactive - practical". From that basis, in recent times, in addition to investing in equipment, the content of the programs has been innovated. Among them, there are a number of programs that have recorded very high interactions such as Hau Giang news program, Nhip song 896, talk show Life story - Career story, Garden talent, Southern talent... In addition, due to the characteristics of Hau Giang as an agricultural province, agricultural programs are given high priority and receive great attention from farmers.

To transform the radio sector digitally in an increasingly substantial, comprehensive and sustainable manner. Photo: Le Tam

Journalist Le Minh Tuan said, “ Not only broadcasting in the traditional way, we also build programs in podcast format to promote on the station's digital infrastructure. Thanks to that, the number of listeners and viewers in Hau Giang is very high. According to the audience rating index system, Hau Giang Radio and Television Station is one of the two stations with the largest number of viewers and listeners in the Mekong Delta region.”

The Deputy Director of Hau Giang Provincial Radio and Television Station affirmed: “With the strong development of technology, everything in life is online. If radio does not innovate and does not meet the needs, listeners will easily “turn their backs”, so in addition to broadcasting on radio waves, we must prioritize broadcasting on digital infrastructures”.

In fact, many stations have deployed two important areas, including digital content and technical infrastructure. They have established departments specializing in digital content on digital platforms and social networks. Focus on building content lines that are suitable for making digital content and broadcasting and posting on digital platforms and social networks.

Journalist Pham Manh Hung, Deputy General Director of Voice of Vietnam (VOV), said: When converting to digital, a radio team is not just a normal technician or announcer, but also needs many other factors to create a product. It is necessary to reinvest in radio, focusing on human factors, radio equipment, and radio resources. In particular, the most important thing is the awareness of leaders on this issue.

Journalist Pham Manh Hung, Deputy General Director of Voice of Vietnam, shared at the 16th Radio Festival - 2024. Photo: Le Tam

It can be said that the digital age opens up great opportunities for the press in general and radio in particular. Taking advantage of digital platforms to bring information to the public opens up great opportunities. However, the digital transformation process also requires each journalist to change, renew themselves and constantly learn and equip themselves with many new skills. Each reporter and broadcaster must become more dynamic.

Source: https://www.congluan.vn/de-chuyen-doi-so-linh-vuc-phat-thanh-duoc-thuc-chat-toan-dien-va-ben-vung-post303382.html